PageFair believes that the GDPR will be strictly enforced. This means all unique identifiers (such as user IDs) and IP addresses will be regarded as personal data under the Regulation, and therefore must not be used in a way that would distribute them in the programmatic advertising system without consent.[1] This is why we launched Perimeter, to protect publishers from risk under the GDPR.
When publishers install PageFair Perimeter on their sites or in their apps, Perimeter will block adtech that uses unique identifiers without consent. Adtech services that do not use personal data where consent is absent will be whitelisted.
Criteria for whitelisting in on sites/apps protected by Perimeter (where required consent is absent)
No use of unique IDs
No storage of IP addresses or user agent details
Adtech vendors can perform necessary campaign measurement, attribution, and frequency capping using non-personal data methods as we have outlined here.…

Websites and advertisers can not prevent personal data from leaking in programmatic advertising. If not fixed, this will render consent to use personal data meaningless.
The GDPR applies the principle of transparency:[1] People must be able to easily learn who has their personal data, and what they are doing with it.
Equally importantly, people must have surety that no other parties receive these data.
It follows that consent is meaningless without enforcement of data protection: unless a website prevents all data leakage, a visitor who gives consent cannot know where their data may end up.
But the online advertising system leaks data in two ways. This exposes brands, agencies, websites, and adtech companies to legal risk.
How data leakage happens
If “programmatic”advertising or “real time bidding” was ever a mystery to you, take 43 seconds to watch this PageFair video.…

If you run a website, you might want to breathe a sigh of relief. A decision this morning from the European Court of Justice means that websites can continue to collect and store visitor IP addresses.
It would have been a shock to many if the ruling had gone the other way.